Sports merchandise giant Fanatics has signed deals with UEFA and the International Cricket Council (ICC).
UEFA and Fanatics have announced a long-term e-commerce, event retail and licensing deal, which the football governing body has described as “one of the most comprehensive sports merchandising partnerships in European football.” The national team football deal, which will cover UEFA men’s and women’s national team football until 2028, is an extension of the previous event retail partnership and will give Fanatics the right to design and manufacture unbranded apparel as well as e-commerce rights.
Fanatics will become the master licensee for UEFA’s full merchandise portfolio and will exclusively operate the e-commerce business for UEFA’s national team competitions. The company will also continue to operate event retail at UEFA’s major international events, including Euro 2024, Women’s Euro 2025 and Euro 2028.
Additionally, Fanatics has announced a new omnichannel partnership with ICC to enhance global fan experience. Fanatics will operate the official ICC Global online store for all events and manage event retail, including the upcoming ICC Men’s T20 World Cup in Australia, the ICC Women’s T20 World Cup 2023 and the ICC World Test Championship Final 2023. Also as part of the deal, Fanatics will be able to manufacture officially licensed ICC products, giving cricket fans access to a significantly expanded assortment of licensed ICC merchandise wherever they are based in the world, the ICC said. The ICC’s new online store, which is set to open this month, will be powered by Fanatics’ Cloud Commerce Platform (CCP).
Fanatics has relationships with the English Premier League, La Liga, Bundesliga and Ligue 1 clubs, along with representation across all major U.S. sports leagues, golf, rugby, Formula 1, e-sports and tennis. It delivers to more than 180 countries, runs stores in over 12 languages and supports multi-lingual call centers incorporating 11 languages.
According to an April report by CNBC, Fanatics is anticipating around $6 billion in revenues in 2022, while targeting revenues of $10 billion over the next few years.
